The vast world of search engine marketing can feel overwhelming. Learning the ropes of SEO vs SEM vs PPC leads to a great number of confusing acronyms that can make digital marketers feel confused and frustrated.
SEO vs SEM vs PPC: Explained
In an effort to alleviate information overload, we’ve set up this guide to help you differentiate between SEO vs SEM vs PPC— the many different methods internet marketers use to get their content in front of the right eyes.
What Is SEM
SEM refers to search engine marketing, used as an umbrella term to cover all of the different methods used by digital marketers. This includes both pay-per-click advertisements (PPC) and organic search efforts (SEO). SEM vs PPC are often mistakenly combined into the same method.
Over the course of its lifetime, the definition of SEM has been a frequent source of dispute and contradiction. In SEO vs SEM vs PPC, SEM has come to mean only the paid side of digital marketing. Organic search initiatives now fall exclusively under the SEO umbrella. Under this definition, SEM vs PPC are both paid methods requiring a marketing budget and are huge sources of income for search engines and advertising platforms like Google.
Considering this evolution, it’s easy to see why SEO vs SEM vs PPC can seem like a confusing jumble. Oftentimes, SEM vs PPC is seen as the same marketing strategy. To help keep it straight, we still recognize both PPC and SEO as being under the same SEM umbrella.
What Is PPC
In SEM vs PPC, PPC is pay-per-click advertisement used by digital marketers to gain visibility on search engines. It’s a strategy that covers the process from beginning to end, from keyword research, to ad optimization, to ongoing management in order to see consistent success. The goal of PPC vs SEM advertisement is to create target campaigns that receive visibility from an intended audience.
These advertisements come into play when a user searches the targeted keywords. In SEM vs PPC, the PPC ad will appear at the top of the search engine result page (SERP) when you search their specific marketing term. If you click the ad, the business running the campaign pays.
SEM vs PPC advertisers has a great amount of control over their PPC ads, making them a perfect short-term solution for increasing sale revenue and driving more traffic to a website. In SEM vs PPC, PPC ads are ideal to use during situations like sales and slow seasons. When traffic is back up or the sale is over, the business can take the ads down at their discretion.
What Is SEO
SEO refers to non-paid, organic search engine marketing. This strategy uses extensive keyword research and skilled formatting in order for businesses to reach their intended audience on search engines.
In SEO vs PPC, PPC ads will drive traffic to your website, while proficiency in SEO will drive loyalty and return customers. Much more than an advertisement, SEO is a learned science. It takes a combination of patience, skill, and creativity in order to convince search engines like Google and Bing that your content provides users with the best solution to the search phrase they entered.
SEO is an umbrella term for a strategy containing several subsets. There are three main types of SEO to be aware of:
- Technical SEO: This includes the functioning capabilities of your platform. The loading speed, structured data, and mobile-friendliness of your website all fall under the technical category of SEO and are important to Google determining which content to rank.
- On-Page SEO: How your webpage is formatted plays a role in how it ranks on SERPs. Using headers, titles, and tags helps search engines better understand your content and its degree of usefulness to queries.
- Off-Page SEO: This encompasses the reputation-building that allows Google to believe that your website is a reliable authority on the subject matter of the content produced.
Of course, all these methods revolve around the content your website is producing. As the artificial intelligence of search engines increases, so does the pressure to produce well-written and thoroughly-researched web content that corresponds with your target audiences’ needs.
Comparing SEO vs PPC
When we’re discussing SEO vs SEM vs PPC, it can be easy to confuse or combine the terms until they’re unrecognizable. However, there is a wide divide that separates both the benefits and limitations of SEO vs PPC. To clarify, we’ll look at some of the specific differences and similarities when it comes to SEO vs PPC.
SEO vs PPC: Similarities
Ideally, both PPC and SEO improve the visibility of your web content. In order to successfully do so, each requires a significant time investment in order to research target keywords and best practices.
Each of these strategies obtains a higher volume of quality traffic by encouraging web searchers to click. This is true regardless of whether the business has paid for an ad, or targeted organic searchers via SEO.
In order to see long-term progress and a consistent rate of return, both PPC and SEO strategies require ongoing monitoring and adjustments. These are not ‘set it and forget it’ methods. The businesses that see the most success from their SEM strategies are constantly analyzing their data and making appropriate adjustments in order to continue seeing results.
SEO vs PPC: Differences
While PPC is a good approach for immediate results, SEO is a long-term practice that should be used consistently in order to reap the best results. It’s considered a cumulative approach, meaning that a business’ collective efforts will be seen gradually over a longer period of time.
PPC advertisements cost businesses money with every click—while the intention is for the sale to bring in greater revenue than the cost of the click, this isn’t a guarantee. SEO, on the other hand, costs nothing but time and a bit of luck.
Lastly, PPC can provide immediate results for a business’s traffic and revenue. SEO can take months (or longer) before a business starts to see their website traffic and SERP ranks start to organically increase.
SEO vs SEM vs PPC: Final Thoughts
Hopefully, the world of SEO vs SEM vs PPC has become a little clearer. The most important takeaway from this explanation is to understand that SEO vs PPC should not be seen as isolated strategies under the greater umbrella of SEM. Both tactics are used in order to reach the same end goal, which is to drive traffic to a website and increase visibility on SERPs.
Instead of seeing SEO vs PPC from a one-or-the-other viewpoint, allow them to complement each other by incorporating both into a broader digital marketing strategy.